Dilesh Parekh 17026962

Submission 1A

Task 1- Introduction

This #DSMMCM1920 blog will discuss how the brand Under Amour, a sportswear performance brand, can generate more sales of their Anthony Joshua limited edition, boxing gloves.

Task 2 – Target Audience

Justification

• Instagram attracts 10.5mil people, at lot larger than the other TA’s who have 90,000 and 1.5mil.
• It is a lot easier to engage and create purchases, as there is easy access to webpage links. Other TA’s looking it up themselves.
• organic/paid methods on Instagram. Instead of attracting people of Watford or on paper-view using only paid methods, which is expensive.

Risk

• TA large but isn’t as specific as the other audiences.
• Limited to targeting AJ fans that only follows him on Instagram- a large potential audience being missed- leading to risks of sales decreasing.
• Competition using same AD methods- ad budgets has increased to $31 billion- harder to be heard.

 

Task 3- Communication objective

Acquisition	Objectives	+	–
A01	Show AJ using PSO on stories ads. Increasing Insta story viewings by 8% by 04/2020.	-can increase sales by 4% –400mil people use stories daily. -Objective easy to keep track of.	–People skip ads on stories.
A02	Increase the amount of paid sponsored ads on AJ’s Instagram page from 4-8 post per month by 03/2020.	–Tailored audience -Regular post- means more awareness.	$3.00 per click (expensive). -Hard to deliver successfully
A03	Increase 5% more PSO related post on AJ’s and Under Amours Instagram pages, 1 month prior to an AJ fight.	-200,000 more likes during upcoming fight. –81% of consumers shown to purchase product seen on social media.	-Other different boxing post.[1]

Conversion	Objectives	+	–
C01	15% Increase of the number of people who have bought the PSO to leave a review in the comments of AJ’s PSO post by 05/2020.	24% of consumers read reviews before purchase. – lots of reviews. -Online reviews can increase conversion by 270%.	–Bad reviews – ↓sales
CO2	Achieve 30% increase of people swiping up to the website link from AJ’s Instagram stories and converting 15% of these viewers to purchase PSO, by 06/2020.	-Cheaper way of driving people to website.	Swiping up Less engaging action
CO3	Achieve 2-giveaway post p/m and enter people who purchase the PSO into the giveaway before 09/2020	– 70% faster following growth, doing giveaways. – ↑ sales.	– loss of capital.

Retention	Objectives	+	–
R01	Increase number of repeat purchase by 15% from people signing up to email subscriptions after purchasing PSO product by 10/2020	– 2.9 billion email users. -People who use email spend 138% more.	100bil pieces of Junkmail p/y (US).
R02	Additional products being added to checkout from the linked webpage site on Instagram, to every 4 in 10 people by 12/2020.	-force selling at checkout. –84% refer to social media before purchase.	-11% abandon carts.
R03	Increased the number of users engaging with the discount code, from 5% to 20% by 09/2020.	-92% looking for discounts.  easy to track	People share the code.

Chosen Linked Objectives	Justification	Risks
A01	-Stories are the most interactive feature on Instagram. -Stories allow to be more personal to TA. – Instastory ads are cheaper than Instagram post ads.	– Higher number of engagement for likes and comments. -Skipping story ads, means less exposure to ad.
C02	-Swiping up on stories is a quick way to get to the desired website. -This conversion has clear link to A01 . Linking with Instagram story. -C01+C03 doesn’t lead them to product page, harder to create purchase.	-Quick ad, harder to grab the attention. -TA not know how to get swipe to link, leading to miss of sale.,
R02	– Oppunity to retain consumers for longer periods. – Retain interested audience more specifically. -Links to C02 where people subscribe after purchase on website.	– Attract more people with discount codes (92% of people). – Junk mail is popular, means TA may discard the email.